How the “Blind Box Economy” Shapes Consumers’ Purchase Desire and Behavior –The Case of Pop-Mart

With the continuous development of China’s economy, people’s consumption level has generally increased, especially the consumption of culture and entertainment has increased significantly. Blind Box Merchandise is one of those items that is very popular with the general public. This article studies the uncertainty and social value of blind-box products. First of all, the unknown nature of blind-box products brings a sense of stimulation to consumers, which helps consumers release emotions, thus prompting consumers to repeat purchases. Secondly, blind box products broaden the social circle of consumers. Through case analysis, this article takes ‘Pop Mart’ as the research object, and studies the marketing strategy of Pop Mart and the marketing mode of blind box, so as to further analyze the purchasing motivation of consumers. The emotional value that blind-boxed goods bring to consumers was found to be the main motivation that drove consumers to purchase them. In addition, the unique marketing model of blind box commodities has given rise to many problems, such as breeding abnormal consumption and disturbing the market order. It also gives suggestions for the development of China’s blind box market.